Samsung Notebook
Global Awareness & Lifestyle Content Campaign
With low global awareness of Samsung Notebooks, I shifted from traditional brand-led messaging to relatable lifestyle and influencer-driven content to connect with consumers and communicate product benefits more authentically.
I led global social and influencer campaigns showcasing real-life use cases and key USPs across major models (Notebook9, 7 Spin, Odyssey), and executed a storytelling-led launch campaign for Notebook9 Pen featuring creative professionals.
Role
Account Executive
Social Marketer
Period
May 2016~Nov 2018
Target Markets
North America
Client
Samsung Notebook
Challenges
Low Global Awareness of Samsung Notebooks Despite Strong Brand Equity
Despite Samsung’s strong global brand equity in mobile and consumer electronics, awareness of Samsung laptops remained low in global markets. Many consumers did not associate Samsung with PCs and rarely considered Samsung when choosing a laptop—despite competitive product performance and value.
Outcomes
Within a year, Samsung Notebook IG channel achieved;
Strategy
STRATEGY #1
Lifestyle-Led Social Content Strategy to Showcase Samsung Notebook USPs
I created and scaled lifestyle Instagram content highlighting real-life use cases of key Samsung Notebook models (Notebook9, 7 Spin, Odyssey), managing end-to-end production and paid social distribution in collaboration with cross-functional creative teams.
STRATEGY #2
Influencer-Led Lifestyle Content to Showcase Product Versatilityand Connect with Consumers more Authentically
To increase awareness among global Gen Z and millennial audiences, I led a cross-market influencer campaign collaborating with creators across four verticals—Creator, Lifestyle, Fashion & Student, and Technology.
Through authentic lifestyle content, the campaign demonstrated diverse use cases and key USPs of Samsung Notebook, positioning it as a versatile productivity device across different user needs and contexts.
STRATEGY #3
Story-Driven Brand Campaign for Notebook9 Pen Launch
To support the launch of Samsung Notebook9 Pen, I developed a global storytelling campaign featuring nine creative professionals across industries.
By highlighting their workflows, philosophies, and entrepreneurial lifestyles enabled by the S Pen, the campaign communicated the brand message of “unlocking creativity” while building aspirational brand perception and trust.
#DoneMyCampaign Campaign for the launch of SamSung Notebook9 Pen
Positioning Notebook9 Pen as a Creativity-Enabling Device
#LookInDepth Campaign – Careers × Samsung Notebook
Career Storytelling to Position Samsung Notebook in Creative Workflows
